Storytelling in the Modern Age: Building Trust, Connection and Differentiation

A group of people hanging out by a campfire.

by Lauren Fox

Director of Marketing

August 3, 2026

At Destinations International's 2026 Annual Convention, Miles Partnership brought together destination leaders, creators and marketers to explore a timely question: In a world shaped by AI, algorithms and fragmented media, what makes a destination story memorable?

Our closing general session, Storytelling in the Modern Age: Building Trust, Connection and Differentiation, explored how storytelling has evolved beyond traditional destination marketing. Today, travelers encounter destinations through AI-generated recommendations, creator content, social media, reviews, websites and more, often within a single planning session. Rather than controlling every touchpoint, destination organizations must create stories compelling enough to travel across them all.

Dylan Thuras and Laura Libby take the mainstage at DI's Annual Convention.

Miles Partnership President of Destination Marketing Laura Libby and Odyssey Studios Head of Storytelling & Creative Dylan Thuras opened the session by examining how the traveler journey has fundamentally changed. As AI and algorithms reshape how people discover destinations, they argued that "the brand you control is no longer the brand your audience sees." The most successful destinations aren't trying to be everything to everyone. Instead, they have a clear sense of purpose and a story strong enough to connect across every platform where travelers discover inspiration.

Rachael Harms Mahlandt, creator of Portland's Sidewalk Joy movement, took the stage

Rachael Harms Mahlandt, creator of Portland's Sidewalk Joy movement, then took the stage and shared an inspiring example of grassroots storytelling in action. What began as a single miniature diorama outside her home has grown into a worldwide movement of tiny installations designed to spark curiosity, surprise and connection.

"This is successful and it's growing not because of one person. I'm trying to help tell the story of Sidewalk Joy, but I have tens of thousands of people who are choosing to be a part of that story by making an installation, visiting one, or just sharing about this whole movement."

Her story illustrated how authentic, community-driven experiences can become part of a destination's identity, generating organic attention and inspiring similar movements around the world without ever being part of a formal marketing campaign.

Jade Broadus, Vice President of Business Development at Steller, explored how creator storytelling has become one of the most influential forces in destination marketing. With three in four travelers saying social media influences their travel decisions and 93% finding creator content helpful when planning a trip, she explained how creators help destinations reach audiences through authentic, trusted perspectives.

"The one thing that all storytelling has in common is it makes people feel something, it makes you want to take an action, and great storytelling for travel makes you want to go somewhere."

Building on that idea, Jade highlighted how AI-powered algorithms increasingly reward passion, niche expertise and genuine storytelling, creating new opportunities for destinations to expand their narratives through creators.

Erin Ladd, Marketing Director at New Mexico Tourism Department, closed the session with a behind-the-scenes look at New Mexico True, one of the industry's most recognizable destination brands. Rather than leading with landscapes or attractions, she explained how the campaign is built around the people and stories that bring New Mexico to life. Through research and campaign examples, Ladd showed how authentic, narrative-first storytelling creates stronger emotional connections and greater intent to visit than traditional destination montage advertising.

From AI and creator content to grassroots community movements and award-winning destination campaigns, each presentation reinforced the same idea: while technology continues to change how travelers discover destinations, human stories remain the most powerful way to build trust, inspire connection and create lasting impact.